Personalized experiences have had a major impact on our daily lives: Facebook helps users plan their weekends by providing relevant, personalized event information based on their interests and connections. Google narrows down search parameters based on an individual’s location and search history. Netflix provides movie recommendations according to a user’s preferences. The list goes on.

Traditional data warehouses have limited utility in today’s healthcare ecosystem because they often can’t process the types of unstructured data that give pharmaceutical organizations a competitive edge. Rigid data storage systems and old-school modeling no longer cut it. Pharmaceutical firms need a modern data infrastructure that’s capable of handling structured and unstructured data, sufficiently scalable and technologically able to support advanced analytics, resulting in actionable insights that can enable commercial teams to make data-driven decisions in real time.

Since the late 2000s, life sciences companies have treated sales operations as a cost center, and investments to improve the function generally had a single objective: Do more with less.

Today, as many companies have already captured most of the easy gains, the industry is approaching the point of diminishing returns (and some companies are long past that point). The leaders in this space are realizing that the right investment in sales operations can do more than simply reduce costs; it can lead to new revenue. New technology and access to data are enabling ops teams to evolve from a back-office processing function to a true strategic partner with the sales force.

Personalized experiences have had a major impact on our daily lives: Facebook helps users plan their weekends by providing relevant, personalized event information based on their interests and connections. Google narrows down search parameters based on an individual’s location and search history. Netflix provides movie recommendations according to a user’s preferences. The list goes on.

Traditional data warehouses have limited utility in today’s healthcare ecosystem because they often can’t process the types of unstructured data that give pharmaceutical organizations a competitive edge. Rigid data storage systems and old-school modeling no longer cut it. Pharmaceutical firms need a modern data infrastructure that’s capable of handling structured and unstructured data, sufficiently scalable and technologically able to support advanced analytics, resulting in actionable insights that can enable commercial teams to make data-driven decisions in real time.

Since the late 2000s, life sciences companies have treated sales operations as a cost center, and investments to improve the function generally had a single objective: Do more with less.

Today, as many companies have already captured most of the easy gains, the industry is approaching the point of diminishing returns (and some companies are long past that point). The leaders in this space are realizing that the right investment in sales operations can do more than simply reduce costs; it can lead to new revenue. New technology and access to data are enabling ops teams to evolve from a back-office processing function to a true strategic partner with the sales force.